Instagram is rebranding branded content ads as partnership ads, offering new ways for brands and creators to collaborate on advertising campaigns. Partnership ads enable advertisers to expand content originating from a creator or other partner’s account. The updated format allows advertisers to promote a wider range of organic Instagram content as partnership ads, including Instagram Collab posts, @mentions, and product tags. According to the social media platform, partnership ads are the most efficient and transparent method for advertisers and partners to work together, and early tests indicate significantly higher click-through rates and lower cost per action.

source: Instagram has rebranded content ads to partnership ads